BMO Harris Bank

BMO Harris Bank campaign drives home awareness of home lending products and services.

OPPORTUNITY

BMO has a depth of offerings and deep experience in home lending, specializing in mortgages, home equity lines of credit and refinancing to all levels of buyers. With a strategy that would drive awareness of the complete range, but also address individual products/incentives, they requested a robust integrated campaign.

SOLUTION

The challenge was to find an overarching theme that gave us the wiggle room to encapsulate all the various products and types of customers — including first-time buyers, low-income buyers and those with equity. The campaign concept, “Make It Yours,” gave us the flexibility to do just that and also captured an aspirational tone.

#HomeFixIts Social Video Series

McGuffin developed a series of short “Home Fix Its” videos. Featuring original photography, the clips proved very popular and reinforced BMO Harris’s knowledge of all things “home.” The fan video obtained 90k+ views within a matter of days.

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